2024-03-23 17:48:11
The national team will wear Nike instead of Adidas from 2027. This was widely criticized. An expert now also becomes clear.
In the end, the German Football Association (DFB) decided on the financially more attractive partnership. From 2027, this also means the end of the sporting goods manufacturer Adidas and a switch to Nike. In the last few days, the announcement of the new supplier led to a lot of discussion – and criticism.
Marketing expert Frank Dopheide also told the German Press Agency: “The DFB is taking the most damage in the deal. The timing was catastrophic.” The DFB explained the timing of the announcement on its website as follows: “This immediate communication also took place in order to minimize any risk of insider trading.”
“This goes to the core of the brand and the founding story”
From Dopheide’s point of view, the “emotional damage” is enormous because the side effects have “not been taken into account.” But in addition to the DFB, Adidas’ image has now also been tarnished. “This goes to the core of the brand and the founding story. This can no longer be repaired. Adidas is being damaged,” the expert continued.
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According to a representative Forsa survey commissioned by RTL and ntv, more than half of German citizens think the supplier’s change from Adidas to Nike is “not so good”. However, only seven percent consider the deal to be “good”. In a current exclusive Civey survey for t-online, over 57 percent of those surveyed rated the change as “very negative”.
In addition to the switch to Nike, the DFB also received criticism for a new partnership with the TikTok platform. The Union parliamentary group’s digital expert, Reinhard Brandl (CSU), told the “Tagesspiegel”: “The Federal Office for the Protection of the Constitution sees significant security risks when using TikTok and at the same time the national football team is promoting the app.” Brandl cannot understand the DFB’s decision. This is “a clear wrong decision”.